Study guide for STC 114
Study guide for STC 114 STC 114
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This 11 page Study Guide was uploaded by Natalie Land on Friday September 25, 2015. The Study Guide belongs to STC 114 at University of Miami taught by Katy Snell in Fall 2015. Since its upload, it has received 483 views. For similar materials see Principles of Advertising in Strategic Communication at University of Miami.
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Date Created: 09/25/15
Advertising Studyguide Chapter 1 o The three main functions of advertising 0 Identi cation advertisement identi es the product and where is the store in which it is sold 0 Information advertisement provides information about a product 0 Persuasion advertisement persuades people to buy things 0 The 8 common types of advertising 0 Brand Advertisement development of a long term brand brand identiy and brand image ie Apple Macintosh 0 Retail Advertising retailers who sell their product in a certain geographical area ie Nissan of Ft Lauderdale 0 Direct response immediate response by the customer sending emails and internet mail etc 0 Business to business from one business to another directed at companies distributing products as well as professionals such as lawyers etc Institutional establishing a corporate identity or winning the publiv over to the organization s point of view ie Tobacco Companies Nonpro t used by non pro ts such as charities fundraising hospitals charities museums religious institutions ie The Red Cross 0 Public service provides a message on behalf of a good cause ie Mothers against Drunk Driving they are probono and free of charge Eras of advertising 0 The Age of print basic print advertisement spurred literacy and this caused industrialization Similar to the classi ed ads of today 0 The Age of Agencies Early 19th century specialized for making aspects of ads the creative distribution etc o The scienti c era this was in the early 19005 they applied scienti c research to design the scienti c method and the ve steps etc etc o The creative era this is the boom time for agencies ie mad men Advertising was based on happiness and whatever you are doing is okay there was a lot of reassurance etc o Era of accountability 19705 you start to see effectiveness emphasis on testing measurement and research etc Socially responsible was changing with time 0 O Integrated marketing communication 19805 steam line communication and keep up to date with it Marketing has to be regular xed monthly budget keep it up to date consistent when its peak holiday you add more ads etc etc 0 Social Media Era Now interactive two way stream communication Talks about a company publicly like on Facebook Online reviews either really good or really bad Old style was one way like television and radio New style is from sender to message to receiver and the receiver sends feedback bac to the messenger you tell companies how you feel or what you feel 0 Side Stories from the Chapter Apple Macintosh 0 The Greatest Commercial Ever Made The basic principle in advertising is simple it s a matter of the right time the right place the right people involved 0 Commercial that they were scared to air but the nal decision was on steve jobs who decided to go with it 0 Was it effective After the commercial aired long lines on January 24 formed outside computer stores that had macintosh and the entire inventory sold out in one day 0 1984 commercial is what its called it ran only once on televisions most watched program it turned the Super Bowl from just another game into an advertising event 0 what was important was the hype before and after the commercial The Inherent Drama of Advertising 0 Mad men requires action that is driven by the character and the thought of the protagonists as they react to changes in their lives 0 Advertising agency restless place as clients come and go personell switch agencies and trends and fashion change 0 Change is a force at the heart of advertising Two sides of the coin 0 Aaron Stern freelance creative director 0 He freelances and turns down wonderful jobs but believes freelancing has a lot of bene ts 0 Get to choose the projects you want to work on 0 Work with many different agencies o Flexibility with time o Pays better in the short term Drawbacks 0 New environemnts all the time 0 Projects aren t always the most exciting 0 Not knowing what the next job is going to be 0 Agency O 0000 The four major staff functions of account management creative planning media planning account planning It has its own nance department too Its an objective and its outside the advertiser s company Crispin Porter and Bogusky Four components account management creative media planning account planning Account management people who coordinate between client and agency you show the ad to the client they don t like it so you see what you can x Creative boutique does it all specialize in the product only Media planning getting ad space and time gathering intel about what media already has to say about the product you have an objective eye collect every shred of ad or news covering about the company 0 In House Advertising Deparment O O O 0 Chapter 2 Too stuck in your own world to notice an objective side Part of the advertiser s organization rather than an outside company These are for companies who need a closer control over their advertising Ralph Lauren is an example The Four P s O O 0 Product Price Place Promotion Product Includes the design development and branding and packaging Pont of differentiation something different than the other products that are the same such as tide pod Competitive advantage brand gets a leg up when point of differentiation is big Windows ten for free Today a lot of repurposing of products ie nivea s men after shave is used as make up primer Apple s lpad Price Price sends a message expensive equals quality Cheap means expendable and replaceable Expensive also offers status price a lot to do with name Price copy price words big deal in retail advertisement showing price they will pay prices that are low will always be highlighted in an advertisement 0 Black Friday sales McDonald s Sign that says dollar menu 0 Place Where or how a brand is made available moving product from manufacturer to consumer distribution An intermediary who would be retailer but also direct marketing Two distribution strategies 0 Push strategy promotional incentives for retailers to market your product 0 Manufacturer needs to perform to get product to customer 0 Persuading middle men and retailers to stock your product 0 Push is dependent on intermediaries o Tactics include Direct selling to customer in show rooms or face to faced NeganUon Efficient supply chain allowing retailers an efficient supply Trade shows packaging design Soranchos is at Walmart because demand came from people this is PULL Pull strategy customers already know about product and want to consume it customer already desires your product 0 Pull tactics advertiemsnt and mass media promotion 0 Word of mouth referalls 0 Customer relationship management personal selling door to door 0 Puma has weird distribution delivers puma to exclusive markets 0 Promotion Personal Sales Customer Service etc Four most Common Types of Markets 0 Consumer markets Business to Consumer business selling to consumers clothing toothpaste cars 0 Business to Business HP selling computers to all Miami terminal airports 0 Institutional Market University non pro ts 0 Channel Market members of distribution chain Walmart from manufacturer to its buyers Price Copy the wording on advertisement dedicated to information about the price and conditions of a particular product Differentiation the way a product is unique from its competitors Competitive advantage features of a product that let it outperform its competitors Comparative advertising a message strategy that explicitly or implicitly compares the features of two or more brands Psychological pricing strategy that tries to manipulate the customer s purchasing judgement Added value activity that makes a product more appealing or useful less packaging Brand identity unique characteristics of a product within a product category Parity products products that we all need gas soap Logo distinctive brand mark Trademark the legal ownership of a brand Word of mouth free advertising from people talking about product Integrated Marketing Communication Unifying all marketing communication efforts so they send a consistent brand message to target audiences Five Elements of Brand Identity 0 Distinctive common name that is unrelated to a product category such as using Apple for A computer 0 Association Associating name with brand Subaru uses outback for its SUV to evoke Australian wilderness o Bene t some brand names relate to the brand promise Slim Fast for weight loss 0 Heritage some brand names re ect the maker such as Kellogs o Simplicity to make a brand name easier to recognize and remember such as Nike and Tide Stories of the Chapter 0 A view from the Marketing Communication front line Difference in working on agency that signs your paycheck vs company that focuses on promoting many clients The differences comes that when your focused on one thing you don t juggle as much this guy Peter went from art director at an agency to marketing and communications manager for a printing company he went from working with a group of people dedicated to good marketing communications to a more focus on printing good d cor paper He spends time communicating clear messages to the right markets Speaking with newspaper reporters o A passion for the business Wende Zomnir director and founding partner of urban decay Creative force has to come out with great ideas How to run a business creatively 0 Feel a passion for your brand Spot emerging trends Cultivate your inner voice Check your ego Pick the best ideas Little ideas important to 0 Be exible Local Global Marketing Chapter 3 Issues that advertising creates 0 Social Impact Do you need deodorant Advertisement causes demand you don t really need cars but we demand it 0 Values Does it mirror social values or do we create them What goes rst A little bit of both LGBT community lamgeneration image what happens rst United colors of Benetton shapes values before 0 Materialism and Overindulgence Do we NEED this stuff A lot of time part of just a capitalist society periwinkle blues 0 Vulnerable Audiences Marketing to kids is a concern because sometimes there is blatantly bad commercials such as the Flintstones smoking commercial 0 Still dangerous Child hood obesity toy ads or sugary cereal ads are geared towards kids such as trix are for kids Puffery 0 Advertising or other sales representations which praise the item to be sold with subjective opinions exaggerations Exaggerate one good facet of the product too much that it becomes false 0 False Advertising I Misleading advertising message that is untrue o Deception Advertising different in America than in other countries because Moral relativism o Culturalism Imperialism When western culture is imposed on others and basically consumes them 0 Music cinema etc Our fast food chains in ltrating all over the world McDonald 0 Morals frameworks for the right actions and are more the domain of religion and philosophy I Ten commandments First amendment extends to commercial speech not absolute only truth ful commercial speech is protected 0 FCC license granting body for broadcast and television 0 FTC Identify and eliminate ads that deceive or mislead A lot of people complain about your ad Step number one is consent degree which is a nice letter sent by the FTC to stop deceptive practice if advertiser doesn t listen then there is the cease and desist order 0 Case goes to judge but decision can be appealed o Corrective advertising may have to fund an expensive campaign to tell consumers the correct information about something Chapter 4 Elements of the SMCR model 0 Sender message receiver gives back the sender feedback 0 Sourcel encodesl messagel channel decodes receiver Source communication skills attitudes knowledge social system culture Message content elements structure treatment code Channel hearing sensing touching tasting smelling Reciever communication skills attitudes knowledge social system culture 0 External Noise actual technical noise or maybe socioeconomic trends that hurt your message Internal noise personal factors that in uence reception of a message needs wants moods etc 0 Interactive Communication not just writing how you participate Not just writing but a comment now you can participate Nonverbal communication equals 65 of message Facial expressions tone of voice movement appearance eye contact gestures postures Gestures movements of the ngers hands or arms Varied interpretations of the world 0 Le thumbs up Thailand Afghanistan thumbs up is not accepted it means fuck you Space Usage proxemics 0 Invisible bubble that expands and contracts depending on situation 0 lntimate space body contact to 18 inches 0 Personal distance 18 inches to four feet 0 Public distance 12 to 25 feet Haptics how often you touch acceptability of touch Color white is a funeral color in japan Body language and gaze hands and hips means frustration on guard etc Nonverbal Cues in Ads 0 Words help us recognize brands but not just words also shapes and lines o A sound can also act as signal for a brand The Facts Model of Effects 0 Perception emotion cognition persuasion behavior association All of these are how ads create impact in terms of types of consumer responses 0 Perception seeing and hearing very rst acknowledgement of something Exposure selection attention interest relevance curiosity recognition awareness We don t perceive everything Information has to rst gain exposure visibly attend to it impact Selectively then we focus selectively We select based on relevance We then pay attention when our curiosity is stoked o Perception recognition and recall u know the brand make it part of your life 0 Subliminal below threshold level of consciousness the stimulus below this level of stimulus o Subliminal repletion like the coca cola during movie commercials o Emotion Cognition elaboration likelihood model What appeal to use as advertiser Information processed through central and peripheral shortcut is peripheral such as humor fear desire Central path thinking peripheral humor fear emotion based really good way but depends on person Emotion feeling less attention span so we go with what we feel 0 Having emotional response to an ad means that the ad has broken through disinterest Emotion 0 Five factors that drive emotion 1 Wants and desires wishing longing craving for o impulse buying comes from this type of emotion when you go to grocery store hungry you buy more because you have a desire crave for food 2 Excitement terms of intensity 0 focus more you feel energized agitated willing to participate you feel motivation everytime I see a commercial I feel like a bag ofjelly 3FeeHngs you can feel a lot revulsion joy fear anxiety ads that rely on rousing these feelings are using emotional appeals emotional route is more prevalent today as ever before Liking So affective responses to an ad can basically be broken down into liking or disliking an ad 0 The hope is that if you like the ad 0 The opposite reaction dislike a lot of time leads to aversion Resonance 0 Feel like an ad was talking literally to you Stronger than liking because it makes the consumer feel self indeti cation Social comparison theory 0 That media is a social peer media acts as a social borameter 0 We know whats cool whats bad whats accepted becase of what we see in media 0 You will model yourself off of what you see in the media Cognition o The mental action or process of acquiring knowledge and understanding through thought experience and the senses o Cognition thinking 0 Processing information leads to a cognitive response you have to think The text identi es four factors Need need to think can be biological need more of a want o If you need something youll think about it 0 Example we need a cause to think about something Cognitive learning the central route in the Elm you can undergo cognitive learning via 2 ways Conditioned learning 0 Cognitive learning information seaking process to learn Comprehension Mental process you undergo when your trying to understand something 0 Confusion is opposite o Differentiation this is the consumer s ability to separate one brand from another Smart Phones use apple uses emotional peripheral route than Samsung Association 0 This is communicating through symbolism o Often times brands mean more than what they sell 0 Luxury items status 0 Brand linkage the degree to which the associations and ideas presented in the message as well as the consumer s interest are connected to the brand and transform it from a product to a memorable brand image 0 Symbolism is an abstract association peanut butter green on food labeling equals healthy 0 What is an attitude 0 A settled way of thinking or feelings about someone or something 0 They are rational and emotional 0 Considering that most commercials are short they should rely on emotion because we do not get enough information to make the rational decision 0 Pathos logos ethos persuasion Attempt to evoke emotional response Evidence and statistics straight facts of the product ex milk what the product does Try to convince you that the company is more reliable honest therefore you should buy its product often involves statistics from reliable experts but must be credible and believable Types of Authority 0 O O Rational legal authority based on rational rules legally established characterized by bureaucracies Obama Irrational dominant type in pre modern societies monarchies Charismatic rests on appeal or leader and is naturally unstable hitler Other factors that drive persuasion O O O O Conviction believe in a brand it is a motivation Brand Loyalty loyal company In uence from opinion leaders or peers somebody told you about the product it is from opinion or leaders Behavior doing or acting facet direct action immediate response indirect action delayed response Factors that drive behavioral response 0 O 0 Mental rehearsal commercial shows people using things going and nding the product makes you clearly visualize Trial free gift free returns Amazon prime Buying this is the gold standard if someone buys your product you have achieved the ultimate behavior response Contracting when a consumer contracts the advertiser to ask queonns Advocating referrals is when consumers speak out on a brand s behaW
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